Buhlian

Project Overview

On the Miinto e-commerce platform, the activation of users is a key optimization focus as it improves the relevance of the site and drives more insights and potential revenue. The key activation on the product detail page is the add-to-cart event - i.e. where the users selects a product size and adds the product to their cart. This behavior is not only necessary for driving transactions but also for optimizing remarketing spending, automated email communications and the onsite recommendation engine. As a result, I did a product detail page analysis to identify ways to improve the primary objective of increasing the add-to-cart rate.

The Challenge

With the primary product image taken up the entire viewport as the user enters the product page, there is no clear cta when landing on the product detail page. The add-to-cart section is placed below the price info - way below to initial viewport.

The Approach & Solution

To proceed with the project, I defined the following hypothesis: Addding a sticky add-to-cart section to the bottom of the mobile viewport will drive more add-to-cart events. By displaying the add-to-cart section in a fixed position in the bottom of the viewport, the user always has access to perform the primary action on the site. To test this hypothesis, I developed a test variant of the product detail page with a sticky cta section in the bottom of the viewport. Below you can see examples of the control and test variant for the test.

The test was run in multiple markets for mobile sessions visiting a product detail page.

The Results

The test proved that implementing the sticky cta on the product detail page did drive a higher add-to-cart rate. Having the add-to-cart section placed in a more prominent position drives more add-to-cart events, which is the primary objective of any product detail page. Thus, the sticky cta feature does drive more relevant user actions and a better webshop performance. The increase in the add-to-cart rate does not only benefit the webshop in driving more transactions. It also drives incremental value through optimization of remarketing campaigns, marketing automation and the onsite recommendation engine.